Mediating Roles of Perceived Quality and Perceived Behaviour Control in Shaping Chinese Consumer’s Purchase Intention for Domestic Infant Milk Formula (IMF)

The 2008 melamine crisis led to widespread consumer distrust of Chinese domestic infant milk formula (IMF), which was substituted through a surge of imported products. Recent studies, however, suggest a revival in consumer confidence in Chinese domestic products and regulatory supervision. This coincides with a rise in consumer ethnocentrism and increased concern about foreign IMF, which arose during the COVID-19 pandemic. This study aims to investigate the multifaceted factors that influence consumers' intention to purchase domestic IMF, using a structural equation model based on a survey of 563 online consumers. Our findings challenge conventional thinking that food safety governance, consumer ethnocentrism, and COVID-19 have no significant direct impact on IMF purchase decisions. Instead, consumer purchase intentions are driven more indirectly by mediating factors of perceived product quality and perceived behavioural control. The findings have significant implications for Chinese policymakers and industry stakeholders seeking to rebuild trust and strengthen the market position of domestic IMF in the post-melamine and post-pandemic era. By understanding the nuanced dynamics and consumer preferences in this market, international stakeholders can also develop more effective strategies to navigate and compete in the ever-evolving landscape of the Chinese IMF industry.